Wunderman

Search Advantage

Wunderman Search Advantage

The power of search marketing is magnified exponentially when a brand commits to making search a strategic pillar of their marketing program. The Wunderman Search Advantage framework is strategic. It begins with a deep analysis of the competitive search landscape using a mix of proprietary and third party tools. Applying these market data insights, along with a deep linguistic analysis of the observed consumer language, we develop a strategic search blueprint and optimization plan.

A unique aspect of our program is its cluster-based optimization model. Applying our data-driven insights we develop an optimization framework based upon the formulation of keyword clusters. Clusters can be organized by: audience, product type or benefit, consideration stage, business unit and more. Once the cluster model is developed and tested, optimization across all search channels can be scaled efficiently and speedily.

The Wunderman Search Advantage program produces a strategic framework and actionable optimization plan that an inform and support the full range of digital program activity including:

• Keyword portfolio management
• On-site optimization
• Distribution search optimization
• Link strategies
• Landing page targeting and development
• Content strategy
• Communications planning/message focus
• Customer proposition development
• Integrated channel strategies